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Using
Your Organization
To Promote
Facebook
June 4-5, 2014
Get these slides here::
http://sarahtpage.com/MidwestForts/
Get these slides here::
http://sarahtpage.com/MidwestForts/
Agenda
Social media review
Social media strategy
Facebook 101
Live Demos & Set Up
Social / website integration
Faceb...
Social Media Review
Photo: erinjpattison
Social media is
FREE!
Benefits of Social Media
• It’s FREE!
• Builds deeper relationships
• Increases brand awareness
• Broadens your network
• ...
Social Media Strategy
Photo: davidkjelkerud
First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand e...
More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media pl...
Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:
– Be polite
– Be honest
– Be open
– Be inclusi...
Social Media Don’ts
• Don’t be something you’re
not
• Don’t experiment with the
company logo
• Don’t think you have to be
...
Remember:
Social media
is not
an island.
Photo: lisbokt
Facebook 101
What Is Facebook?
• Social networking service that allows users to
connect to friends and businesses
• Share content, link...
Facebook Stats
• Over 1.2 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Fac...
Facebook Stats
• Average number of connections between local
business pages and users is 2 billion
• Average number of wee...
Facebook Benefits to Biz
• Low cost
• Engage with fans of your business page
• Fans receive your updates and can upload
co...
Facebook Benefits to Biz
• Can incorporate content from other social media
platforms
– Ex: blog posts, updates from Twitte...
Is Facebook
Right for
You?
• 67% of Internet users
are on Facebook
• 72% of women use
Facebook vs 62% of
men
• Ages 18-29 ...
Cover
Photo
Profile
Photo
Like Button
Bio
Contact Info
Apps
Apps
Old Way
New Way
Composer
Pinned
Post
Page Features
Highlighted
Post
Page Features
Admin Panel (Old Way)
Messages
Post
Performance
Insights
Admin Panel (New Way)
Manage Page
Settings
Grow Your
Fanbase
Find Helpful
Resources
Admin Panel (Old Way)
Grow Your
Fanbase
Find Helpful
Resources
Admin Panel (New Way)
View Page
Insights
Manage Page
Settings
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Understanding Insights
Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers clai...
Facebook Offers
Source: Doe’s Eat Place
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Boosted Posts
Source: Visit Bloomington
Facebook
Cover Photo as Advertising
Source: Bass Performance Hall
Text can be
no more
than 20%
Facebook
Cover Photo as Advertising
Source: Mari Smith
Scheduling
Scheduling on Facebook
1
2
Scheduling on Facebook
4
3
Scheduling on Facebook
5
Facebook Page Setup
Facebook Page Use
Facebook Page Use
1. Page layout and elements
2. Write a status update
3. Add photos, links, and videos to status updates
...
Facebook Page Use
1. Finding fans
2. Posting content
a) Photos
b) Videos
c) Links
d) Asking questions
3. Tagging other pag...
Integrate Social with Web
From this …
Integrate Social with Web
… to this …
Integrate Social with Web
… to this.
Use Calls to Action
Content Really Is King
• Put contact info on
EVERY PAGE
• Use easy navigation
• Keep content current
• Use high-quality
co...
Facebook 201
Content Is King
Visual Content Is Ruler of the World
• Videos shared 12x more
than links and text posts
combined
• Photos ...
Visit Fargo-Moorhead
Visual Content Integration
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead
Visual Content - Pinterest
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead
Visual Content - YouTube
Source: Fargo-Moorhead CVB
Visit Fargo-Moorhead
Visual Content - Instagram
Source: Fargo-Moorhead CVB
Savannah Craft Brew Festival
iPhone Photos
Source: Visit Savannah
Facebook Groups
Tourism industry partners group
Facebook Advertising
Opportunities
Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers clai...
Facebook Offers
Source: Doe’s Eat Place
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Boosted Posts
Source: Visit Bloomington
Facebook Advertising
Pro Tip: BE SPECIFIC
Facebook Advertising
Facebook Advertising Best Practices
Include a call to
action.
Combat ad fatigue.
Source: facebook.com
Facebook Advertising Best Practices
Put important
content first.
Identify your target
audience.
Source: facebook.com
Facebook Advertising Best Practices
Boost important
posts.
Use Facebook
Offers.
Source: facebook.com
Facebook Advertising Best Practices
Give people
something to say.
Use high quality
photos.
Source: facebook.com
What Do You Want To Try?
Can I Help?
Call
Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulti...
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
Facebook:   Beginner to Intermediate
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Facebook: Beginner to Intermediate

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Presentation given during a seminar hosted by the Texas Midwest Community Network and the Texas Forts Trail Region on June 4-5, 2014.

Published in: Social Media, Technology, Business
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Transcript of "Facebook: Beginner to Intermediate"

  1. 1. Using Your Organization To Promote Facebook June 4-5, 2014
  2. 2. Get these slides here:: http://sarahtpage.com/MidwestForts/
  3. 3. Get these slides here:: http://sarahtpage.com/MidwestForts/
  4. 4. Agenda Social media review Social media strategy Facebook 101 Live Demos & Set Up Social / website integration Facebook 201 Q&A
  5. 5. Social Media Review
  6. 6. Photo: erinjpattison Social media is FREE!
  7. 7. Benefits of Social Media • It’s FREE! • Builds deeper relationships • Increases brand awareness • Broadens your network • Helps SEO • Increases website traffic • Generates leads and sales • Can help reach journalists/media • Empowers fans to be viral ambassadors for your brand Source: Social Media for Tourism Pros
  8. 8. Social Media Strategy Photo: davidkjelkerud
  9. 9. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
  10. 10. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
  11. 11. Do You Need a Social Media Policy? • Maybe. Just keep these basics in mind: – Be polite – Be honest – Be open – Be inclusive – Be forthright – Be legal – Be helpful – Don’t try to control the conversation – Accept, respond, and be gracious to negative feedback Source: The Potluck Guide To Social Media Strategy
  12. 12. Social Media Don’ts • Don’t be something you’re not • Don’t experiment with the company logo • Don’t think you have to be on every social media channel • Don’t tell, show • Don’t feed Facebook to Twitter (or vice versa) • Be authentic • Try new things with personal accounts first • Start slow and be selective • Use images whenever possible • Know your audience and post accordingly
  13. 13. Remember: Social media is not an island. Photo: lisbokt
  14. 14. Facebook 101
  15. 15. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
  16. 16. Facebook Stats • Over 1.2 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC; expandedramblings.com
  17. 17. Facebook Stats • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Source: IDC; expandedramblings.com
  18. 18. Facebook Benefits to Biz • Low cost • Engage with fans of your business page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in the News Feeds of their friends – This can prompt others to check out your page and your business!
  19. 19. Facebook Benefits to Biz • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, photos from Instagram, videos from YouTube, location-based apps (Foursquare), etc. • Targeted advertising opportunities (cheap too!)
  20. 20. Is Facebook Right for You? • 67% of Internet users are on Facebook • 72% of women use Facebook vs 62% of men • Ages 18-29 = 86% • Ages 30-49 = 73% • Ages 50-64 = 57% • Ages 65+ = 35% Source: Pew Research Center; mediabistro.com
  21. 21. Cover Photo Profile Photo Like Button
  22. 22. Bio
  23. 23. Contact Info
  24. 24. Apps Apps Old Way New Way
  25. 25. Composer Pinned Post Page Features
  26. 26. Highlighted Post Page Features
  27. 27. Admin Panel (Old Way) Messages Post Performance Insights
  28. 28. Admin Panel (New Way)
  29. 29. Manage Page Settings Grow Your Fanbase Find Helpful Resources Admin Panel (Old Way)
  30. 30. Grow Your Fanbase Find Helpful Resources Admin Panel (New Way)
  31. 31. View Page Insights
  32. 32. Manage Page Settings
  33. 33. Understanding Insights
  34. 34. Understanding Insights
  35. 35. Understanding Insights
  36. 36. Understanding Insights
  37. 37. Understanding Insights
  38. 38. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
  39. 39. Facebook Offers Source: Doe’s Eat Place
  40. 40. Facebook Boosted Posts Source: Visit Bloomington
  41. 41. Facebook Boosted Posts Source: Visit Bloomington
  42. 42. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
  43. 43. Facebook Cover Photo as Advertising Source: Mari Smith
  44. 44. Scheduling
  45. 45. Scheduling on Facebook 1 2
  46. 46. Scheduling on Facebook 4 3
  47. 47. Scheduling on Facebook 5
  48. 48. Facebook Page Setup
  49. 49. Facebook Page Use
  50. 50. Facebook Page Use 1. Page layout and elements 2. Write a status update 3. Add photos, links, and videos to status updates 4. Uploading photos and creating albums 5. Create events
  51. 51. Facebook Page Use 1. Finding fans 2. Posting content a) Photos b) Videos c) Links d) Asking questions 3. Tagging other pages 4. Sharing posts 5. Pinning posts 6. Highlighting posts 7. Using Facebook as your page a) Liking other business pages b) Home feed usage (liking and commenting)
  52. 52. Integrate Social with Web From this …
  53. 53. Integrate Social with Web … to this …
  54. 54. Integrate Social with Web … to this.
  55. 55. Use Calls to Action
  56. 56. Content Really Is King • Put contact info on EVERY PAGE • Use easy navigation • Keep content current • Use high-quality content (including photos and video) • Add calls to action
  57. 57. Facebook 201
  58. 58. Content Is King Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined Sources: HubSpot; Marketing Land
  59. 59. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
  60. 60. Visit Fargo-Moorhead Visual Content - Pinterest Source: Fargo-Moorhead CVB
  61. 61. Visit Fargo-Moorhead Visual Content - YouTube Source: Fargo-Moorhead CVB
  62. 62. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
  63. 63. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
  64. 64. Facebook Groups
  65. 65. Tourism industry partners group
  66. 66. Facebook Advertising Opportunities
  67. 67. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
  68. 68. Facebook Offers Source: Doe’s Eat Place
  69. 69. Facebook Boosted Posts Source: Visit Bloomington
  70. 70. Facebook Boosted Posts Source: Visit Bloomington
  71. 71. Facebook Advertising Pro Tip: BE SPECIFIC
  72. 72. Facebook Advertising
  73. 73. Facebook Advertising Best Practices Include a call to action. Combat ad fatigue. Source: facebook.com
  74. 74. Facebook Advertising Best Practices Put important content first. Identify your target audience. Source: facebook.com
  75. 75. Facebook Advertising Best Practices Boost important posts. Use Facebook Offers. Source: facebook.com
  76. 76. Facebook Advertising Best Practices Give people something to say. Use high quality photos. Source: facebook.com
  77. 77. What Do You Want To Try?
  78. 78. Can I Help? Call Me!
  79. 79. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
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